Is your sustainability story landing? We see many travel businesses and destinations working hard on their impact, yet still struggling to talk about it. Find out where your story stands today, and what to fix first.
Free • Two minutes • No account needed
Share some basic information about your business, and your own sense of how sustainable your marketing is.
Our AI tool reads your website and scores it across our 5 criteria that define genuine sustainable marketing.
Within 2 minutes you receive a personalised report with a score and tailored improvement suggestions.
You get a score out of 50, so you know exactly how well your website communicates your sustainability story right now.
You see how your score compares to other travel businesses, so you know whether you're ahead, or have ground to make up.
You receive specific suggestions per criterion, so you always know what to work on to improve your sustainable marketing.
You're at the start. Sustainability is there, but not yet visible in your communication.
You're communicating sustainability, but it needs more depth and consistency.
Your sustainability communication is strong, authentic and recognisable to your audience.
You set the example. Your sustainability story is integrated, specific and inspiring.
Swipe to see all tiers →
Does your website tell a real story about why sustainability matters to you, or does it just list what you do?
Are you honest about where you are on the journey, including the challenges and the things you're still working on?
Do you show specific, tangible actions, rather than vague promises or generic claims about the environment?
Is sustainability woven into your offering naturally, or does it feel like a marketing tool used to attract bookings?
Does your sustainability story connect to what your travellers care about, or is it mainly about you and your operations?
Overall assessment
Nordfare Travel clearly cares about sustainability and that commitment shows through your website. Your specific examples of local partnerships and low-impact practices build real credibility. The main opportunity is to make your story feel less like a policy statement and more like an invitation.
One thing you can improve today
Rewrite your sustainability page opening from the guest's perspective: instead of listing what you do, start with why it matters to the kind of traveller you want to attract.
Tour operators, travel agents, activity providers: where the experience is the product, so both what you do and how you tell it matter.
Hotels, B&Bs, glamping sites, eco-lodges: any place where guests stay overnight and settle in, so both your practices and your story matter.
Regional tourism boards, national parks, destination organisations: places that set the tone for everyone else, so both your practices and your story matter.
"We didn't want sustainability to stay a niche for do-gooders. We wanted it to be what sets any travel business apart."
Anne spent years working with hundreds of travel businesses on sustainability certification, and kept hearing the same question: what's in it for me? Rik, with a decade in digital marketing, believed sustainability could set any business apart.
Together they founded Good Tourism Institute: turning sustainable practices into a real business advantage.
Get your score out of 50, your tier, and specific suggestions on what to improve. Share your website and get your personalised report in minutes.
Free • Two minutes • No account needed